62% of Brits worry about breaking local laws abroad as Riviera Travel research reveals growing demand for guided holidays. New research from Riviera Travel finds cultural confidence is becoming a key factor in holiday decision-making, with nearly a third turning to guided tours for reassurance.
*All details correct at time of publish (20 July 2026)
A new nationwide study commissioned by Riviera Travel has revealed that cultural uncertainty is influencing how Britons travel, creating a significant opportunity for agents to position escorted touring as a confidence-boosting way to explore the world. The findings come from a survey of 2,000 UK adults who travel abroad.
The research found that 62% of travellers worry about accidentally breaking local laws while overseas, while 54% fear being perceived as rude without intending to be. More than four in ten are concerned about taking photographs where they shouldn’t or getting religious customs wrong.
As a result, many travellers are seeking additional support when visiting unfamiliar destinations. Among those who worry about getting cultural etiquette wrong, 57% research destinations more carefully, while 29% prefer guided tours or expert advice to help them avoid mistakes.
The study also highlighted how cultural concerns are driving confidence in escorted holidays, with 23% saying being part of a guided group would make them feel more comfortable in an unfamiliar destination and 22% valuing the reassurance of travelling with an experienced Tour Manager.
The findings uncovered several surprising cultural blind spots among British travellers. Two-thirds (66%) were unaware that some commonly available nasal sprays can be restricted in Japan, while a similar proportion did not know that bringing mineral water into Nigeria can be prohibited.
Meanwhile, over half were unaware of local laws relating to chewing gum in Singapore or wearing camouflage clothing in Barbados.
Cultural misunderstandings extend beyond laws and regulations. Riviera Travel’s research found that 30% of travellers who had researched local customs were most surprised to learn that hand gestures can carry very different meanings around the world.
Meanwhile, among those who had committed a cultural faux pas abroad, 12% admitted using the “OK” hand gesture in Brazil, where it can be considered highly offensive, while 11% had accidentally left chopsticks standing upright in rice whilst visiting Japan.
The research also revealed how common travel etiquette mistakes can be closer to home. More than one in four travellers who admitted to making a cultural blunder abroad had forgotten to tip in North America, while one in five had accidentally jaywalked in the United States.
Vicky Billing, Director of Trade, Partnerships and Loyalty at Riviera Travel, said:
“Travellers today are more culturally curious than ever before, but our research shows that many are also concerned about getting local customs, etiquette or even laws wrong when visiting unfamiliar destinations.”
“For travel agents, this presents a real opportunity to showcase the value of escorted touring. Having a knowledgeable Tour Manager and expert guides on hand not only enhances the travel experience but also gives customers the confidence to immerse themselves in different cultures without the worry of making an accidental faux pas.
“Whether it’s understanding local dining etiquette in Japan, social customs in South Korea or tipping expectations in North America, that expert guidance can make all the difference. It’s one of the reasons escorted tours continue to resonate with travellers looking to explore further afield with confidence.”
The findings also suggest that cultural experiences remain a powerful travel motivator, with 39% of Brits agreeing that experiencing different social norms is one of the main reasons they choose to travel long-haul.
More than a quarter (25%) said they enjoy experiencing unfamiliar customs provided they have some guidance, reinforcing the demand for expert-led travel experiences.
Research Notes
- Research commissioned by Riviera Travel.
- Survey conducted by OnePoll between 6-9 July 2026.
- Sample size: 2,000 UK adults who travel abroad.
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